Case study: How a Whangarei property management company utilised KiwiWords to communicate clearly, regularly and effectively
by Michael Botur, KiwiWords Communications, Content and Copywriting
Ever since Rentals.co’s owner-operators sat down with me in winter 2018, I’ve had the privilege of doing the writing while they did the business growth.
Rentals.co began operating at the end of 2017/start of 2018 with the acquisition of a couple of Northland property management businesses. Today, Rentals.co has a strongly-recognised brand in Northland, an impressive roster of clients, and well-systematised business processes to ensure great delivery of service for tenants.
I can’t claim KiwiWords was responsible for all of Rentals.co’s successes. Rather, I had the privilege of helping Rentals.co’s directors navigate a range of communications challenges, and it’s helped the rental experts go from success to success.
Initial communications challenges in 2018
Communicate through electronic newsletters and printed letters to hundreds of tenants to let them know about the change in their property management provider
Express to landlords how and why they should be confident in their property management being handed over to a new operator
Set up Rentals.co’s website, which is rentalexperts.co.nz rather than rentals.co. This involved writing a brand plan as to why we needed the public to know they were dealing with rental experts
Developing communications challenges in 2019
Write sales text including ebooks, web copy and e-newsletters to encourage new clients to sign up with Rentals.co for their property managment
Writing an application tender to take over a large portfolio of Whangarei property management
Campaign of media announcements to tell the world each achievement by Rentals.co, including video news stories
Communications campaign (newsletter, media release, electronic mailout, social media) for a first-of-its-kind Landlords Information Evening at which investors received educational presentations from rental industry experts
Writing two original ebooks to appeal to investors
Working with digital solutions designer 1768Degrees.com to set up new website following transfer from old provider
Emerging communications challenges in 2020
Rentals.co spent 2019 perfecting and polishing business process. The Landlords Information Evening was a landmark and cemented the business’s position as a true local expert in property management – not to mention a brand with a lot more soul and approachability than some of the other operators out there.
It’s onwards and upwards for Rentals.co in 2020 and we can expect to see the business achieve the following in its communications:
Newsletters polished, sent out in a timely fashion each month, with an established tone which matches the brand
Building on the successes of social media, in particular promotions and giveaways which were effective in building a Facebook audience
Utilisation of Rentals.co as an approachable voice for local media to talk to to get perspective on issues affecting landlords and tenants
firstname.lastname@example.org / 021 299 0984 / Kamo, Whangarei, New Zealand
KiwiWords can create the right words for your tourism and travel proposition
In October 2019 I wrote a 1000 word piece about enjoying the Chatham Islands, one of New Zealand’s most remote tourist spots.
I couldn’t manage to sell the piece, so I gifted it to the Chatham Islands Council and now hopefully they’re using 20-odd photos and a 1000 word story to help remind people of the Chatham Islands’ tourism proposition.
Here’s how it all works and how you might wish to use a writer to bring attention to your tourism proposition:
A suitable piece of writing should tell readers, in the first couple of paragraphs, how the reporter got to the destination (ie. “I caught Air Chathams flight 519, a sixty year old Convair 580 with four chunky propeller blades on each engine which gave me the noisiest flight I’ve ever experienced. Everything about the Chatham Islands is extreme, actually: remote, isolated, and under-visited…. .”)
A good piece of writing should include numbers: how long a visitor might spend at the destination; what it might cost; how many hours/days/kilometres it takes to get there; which flight numbers or ferries might help
Ideal photos should show a reader something they can’t get in the community they are used to. Sure a lovely piece of snapper on a plate is impressive, but twice as impressive is showing that fish against a sunset with distinctive cliffs, trees and beach, reminding the reader that the destination is one-of-a-kind
Anyway, if you’d like to get Michael Botur of KiwiWords to write up some website text, email content, journalism to let the world know how wonderful your tourism proposition is, let’s talk. Phone 021 299 0984 / email@example.com .
Without further ado, here’s a travel article to entice you to the Chatham Islands.
How KiwiWords worked with Wright Communications to help franchisees win awards
A couple of months ago, all the staff at KiwiWords (er, just Mike) focused on writing compelling entries to the NZ Franchise Awards. Guess what? Three entries out of six received prizes. That’s a pretty sweet result.
Read about the success of my well-enfranchised clients:
Business to Business Franchisee of the Year Winner: Vikas & Divy Kanojiya, Paramount Services Timaru
Small Business Franchisee of the Year Winner: Helen Lei & Stanley Siew, Paramount Services Auckland
Field Manager of the year Over $500,000 Winner: Avi Rao, Paramount Services
Finalists: Aroha & Joe Thompson, Paramount Services, Taranaki
Case study: How KiwiWords got inspiring speakers in the room with a great audience
In winter 2019 I worked with Conferenz to create the inaugural Delivering Disability Services Conference which has just taken place in Auckland, October 14-15.
It was an uphill battle, for a bit. Our mission was to create a conference different from the other disability-themed conferences out there, and one in which the speakers needed to have the right mix of expertise, esteem, strong reputation in the disability sector, and capacity to attend.
KiwiWords helped Conferenz write and market a conference which…
Had presenters with lived experience of disability
Delivered very high value presentations so every registration dollar was rewarded
Matched the viewpoints of speakers and allowed each speaker to naturally express his or her views in a safe setting
Clearly communicated how the conference can improve the lives of disability workers and consumers
With the conference complete, we should now see the younger audience members connecting with inspiring elder experts around achieving employment, empowerment and advocacy.
KiwiWords helped create this event by
Completing research interviews with a range of disability services providers and consumers
Identifying and securing presentations from esteemed experts in the disabilities world
Writing the agenda and topics
Handling speakers profiles
Web content administration
Marketing text including electronic marketing, brochures, pamphlets, websites and advertisements.
KiwiWords aka Michael Botur was conference producer for this year’s Māori Legal, Business & Governance Forum in Wellington. Here’s how our clear communications helped…
The Māori Legal, Business & Governance Forum is an annual conference owned by Conferenz.
Michael Botur at KiwiWords in Northland was lucky enough to be conference producer at this year’s event.
Conferenz doesn’t have any in-house Māori expertise so I when I was asked to produce the event, I think it was because I bring a foundation of knowledge around the basics of tikanga Māori from my experiences in Whangarei and Tamaki Makaurau.
I was asked to help with this conference largely because:
Experience working in a kaupapa Māori organisation (I was on staff at He Waka Matauranga 2009-10, which is part of Literacy Aotearoa)
Experience networking with Māori health providers (this is part of my experience as a communications contractor for Northland District Health Board 2016-18)
Basic skills with te reo Māori pronunciation and literacy
Ability to handle written reo Māori communications, get spellings and macrons and plurals correct and ensure our reo Māori was pronounced correctly
Human soft skills in welcoming Māori attendees in a way which is culturally appropriate to Māori
Experience in journalism, PR and communications enabled me to contact speakers and delegates, negotiate the kaupapa (agenda) and what they could speak about with crystal clear communications and excellent record-keeping.
This year’s Māori Legal, Business & Governance Forum in Te Whanganui a Tara / Poneke was all about…
Bringing leading edge updates from business, government, iwi, and legal experts.
Sharing insight in the mission of getting the best for Māori in a post-settlement governance world.
Legal and regulation advice or ideas on a business and innovation
Expertise shared around law, business and co-governance pertaining to Māori and iwi partnerships, mentorships and business relationships.
Mingling with leaders in the world of iwi business and PSGE leadership
Understanding where digital and Māoritanga intersect
Freshening understanding of what’s possible for your PSGE or Māori business
Māori TV and 1News spread the event through their channels, which was cool.
Speaker guests we were honoured to have present at the conference included:
Linda Te Aho, Associate Dean Māori, Te Piringa Faculty of Law, University of Waikato